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Quilt Direct — Multi-Axis Retail & Tuition Storefront on Shopify

A Shopify store for a UK premier stockist of Bernina machines, OESD stabilisers, AccuQuilt cutters and Mettler/Aurifil threads. The catalogue is unusually deep — machines from £2,995 to £7,095 alongside £5 notions — and is navigable three separate ways: by category, by project, and by brand, producing well over 150 mapped collections. Alongside retail it sells services and education as bookable products: longarm quilting, machine servicing, machine demos, in-person classes, retreats, private tuition and online events.

www.clinikally.com
Quilt Direct — Multi-Axis Retail & Tuition Storefront on Shopify
Results at a glance

What changed for Dana's Bakery

2.1× Conversion lift After PDP rebuild
<2s LCP mobile Drop-day spikes
+34% AOV YoY Gifting upsells
12 Drops/year Drop-day ops
The client

Quilt Direct — Multi-Axis Retail & Tuition Storefront on Shopify

A Shopify store for a UK premier stockist of Bernina machines, OESD stabilisers, AccuQuilt cutters and Mettler/Aurifil threads. The catalogue is unusually deep — machines from £2,995 to £7,095 alongside £5 notions — and is navigable three separate ways: by category, by project, and by brand, producing well over 150 mapped collections. Alongside retail it sells services and education as bookable products: longarm quilting, machine servicing, machine demos, in-person classes, retreats, private tuition and online events.

The brief

The challenge, and how we approached it

01

The challenge

Quilters shop by three different logics: some know the brand, some know the technique they're attempting, some know the product type. A single-axis menu serves one group and strands the other two. On top of that, the same store has to sell a £7,095 Bernina — a considered, demo-led purchase — and a £5 spool of thread, plus classes, retreats and servicing that aren't products at all in the conventional sense.

02

Our approach

Three parallel navigation systems over one catalogue: Shop by Category, Shop by Project (appliqué, bag making, dressmaking, machine embroidery, piecing, quilting, longarm) and Shop by Brand — with threads, fabrics and stabilisers cross-listed under all three so a shopper reaches the same product from whichever direction they think in. Services and tuition are merchandised as bookable collections rather than static pages, so classes, retreats and demos transact like products. High-ticket machines are supported with demo booking, ex-demo and pre-loved collections, and servicing; a Learning Centre and tagged blog carry the pre-purchase research. Regional setup covers the UK plus Crown Dependencies and Ireland, with a cart-level shipping calculator across 30 European destinations and free delivery over £150.

What we built

Six capabilities shipped for Dana's Bakery

Each one solves a specific part of the brief above.

ZIP-gated shipping

Real-time validation prevents invalid ZIP purchases from entering cart

Drop architecture

Pre-staged inventory with countdown, sold-out gates, and waitlist

Gifting flow

Message cards, recipient addressing, scheduled delivery, gift wrap

Perishable inventory

Daily inventory sync with cold-chain capacity constraints

Drop-day performance

Theme architecture handles 20× traffic spikes without latency

Recurring orders

Holiday subscription flow for repeat gifters

How it ran

10 weeks build, in four stages

Every engagement runs the same four stages, so you always know what happens next and what you owe us at each one.

Stage 1

Audit and scope

We review the current theme, apps and analytics, then write a fixed-scope SOW with named deliverables and a date.

Stage 2

Design and build

Work happens in a dev store on a Git-backed workflow. You get a preview link from week one, not a reveal at the end.

Stage 3

QA and launch

Cross-browser and device QA, redirect map, analytics verification, then a launch window agreed with you rather than dropped on you.

Stage 4

Hypercare

Fourteen to sixty days of included post-launch support while real traffic finds the edge cases.

The outcome

Where Dana's Bakery landed

Conversion is up 2.1× after the PDP rebuild, AOV is up 34% year-over-year thanks to gifting upsells, and drop days are now smooth — zero downtime across 12 drops in the past year.

★ ★ ★ ★ ★

Every drop day was a stress event before. Now they're just a Tuesday. The team built us infrastructure we can actually grow on.

Founder Tavistock, Devon
Tech stack

What this project runs on

The exact platform, services and integrations behind the build.

Commerce platform

  • Shopify Plus
  • Launchpad
  • Shopify Functions
  • Online Store 2.0

Engineering

  • Custom ZIP validator

Growth and operations

  • Klaviyo
  • ShipBob